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          <h2 class="post-title" itemprop="name headline">简单的用户调研
              
            
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        <p><img class="zhao-img-h153" src="http://qnfile.devzhao.com/blog/2018-10-24-095017.jpg"></p>
<a id="more"></a>
<blockquote>
<p>                                             2018-10-29 00:04:00 补充<br><strong>指望从用户调研中获得需求，是产品经理懒惰的表现。</strong><br>也就是说，我们对待调研的态度更应该是：现有一些基本的假设和预判，再通过用户访谈等调研方式去加以验证，而不是实现脑子空空，寄希望于用户可以给你所有的答案。</p>
</blockquote>
<p><img src="http://qnfile.devzhao.com/blog/2018-10-30-user.png" alt=""></p>
<p>除了被动的直观可触达的用户反馈这些渠道，我们也能主动出击，通过主动进行用户的调研和用户产生沟通。</p>
<h2 id="用户调研的全过程"><a href="#用户调研的全过程" class="headerlink" title="用户调研的全过程"></a>用户调研的全过程</h2><p><img src="http://qnfile.devzhao.com/blog/2018-10-24-104525.jpg" alt=""></p>
<h3 id="明确目的和背景"><a href="#明确目的和背景" class="headerlink" title="明确目的和背景"></a>明确目的和背景</h3><ul>
<li><strong>背景：</strong> 什么情况下发起用户调研？是否必须要用调研来解决？</li>
</ul>
<p>首先，什么情况下发起调研，这是调研的基本背景。其次是要考虑这件事是否一定要用调研来解决，有的时候你需要的结果使用数据统计就可以解决，调研是一件非常吃人力的事情，也是一件失败率非常高的事情。</p>
<ul>
<li><strong>目的：</strong> 通过用户调研，你希望得到什么目的？</li>
</ul>
<p>每次的对眼之前，掉你想要的结果要非常清楚。比如你要决定一件事情干还是不干，对还是不对，你要有一个基本的目标。我们在做调研的时候不能把工作完成了最终没有结论，这是给常糟糕的结果。</p>
<p>eg：</p>
<table>
<thead>
<tr>
<th>调研目的（旧）</th>
<th>原因</th>
<th>调研目的（新）</th>
</tr>
</thead>
<tbody>
<tr>
<td>对本站的用户做针对性的调研</td>
<td>目的不明确</td>
<td>在支付阶段用户流失原因调研分析 <br>用户在不同在线学习平台学习过程调研</td>
</tr>
<tr>
<td>做北京地区女性用户使用情况调研</td>
<td>背景不明确</td>
<td>北京地区女性用户下单转换率很高，调研其在平台中购买路径的分析</td>
</tr>
<tr>
<td>全面了解产品的用户使用情况</td>
<td>假大空</td>
<td>了解用户再下单决策刚吃贵司的核心关注点<br>了解用户在注册过程中的流失原因</td>
</tr>
<tr>
<td>O2O行业用户使用习惯调研</td>
<td>大而全</td>
<td>京东刀架超时业务白领女性用户消费习惯调研<br>网易新闻客户端在地铁上使用习惯调研</td>
</tr>
</tbody>
</table>
<h3 id="选择目标用户"><a href="#选择目标用户" class="headerlink" title="选择目标用户"></a>选择目标用户</h3><p>在选择用户的时候，不能找100个用户同时来或者分开来。不要挑选更加符合你的调研条件的用户。我们要挑选的用户必须要注意以下几点。</p>
<ul>
<li><strong>典型用户：</strong> 通过简单的用户画像，找出典型用户</li>
</ul>
<p>比如我们找出京东到家付费次数超过10次的女性用户，并且这些用户每次都给了好评的这些用户。先定义出几个标签，找出符合这些标签的用户，这样我们就能更好的选择框定这些用户。</p>
<ul>
<li><strong>目标用户：</strong> 时间、地点、配合程度。</li>
</ul>
<p>提前安排好与用户沟通的时间，比如上午下午还是晚上，地点就是你要调研的用户的地区，配合程度就是你要实现问用户是否愿意配合你的对眼，如果用户说不感兴趣，就不算目标用户了。</p>
<ul>
<li><strong>邀约用户：</strong> 直接说明目的，并告知可能发生的情况。</li>
</ul>
<p>直接告诉用户你的目的，如果能够回答你的问题，那么这个调研就可以直接往下周，如果用户说自己不知道，那么调研就不用往下走了。</p>
<ul>
<li><strong>用户数量：</strong> 不宜扫网式，一般5~10个</li>
</ul>
<p>一般来说找棱角更明确，对比更鲜明的用户来做调研效果会更好一些</p>
<h3 id="猜测用户问题，设定题目"><a href="#猜测用户问题，设定题目" class="headerlink" title="猜测用户问题，设定题目"></a>猜测用户问题，设定题目</h3><p>再找到用户之后不能直接那一套固定的问题去问他们，你要去想这些用户在曾经的过往中，发生过什么样的情况、可能发生的问题。基于这些猜测，你在去做用户调研会更有效果。</p>
<p>千万不要在临场做随机应变，没有准备的随机应变是非常有经验的人才能做的，除非你已经是总监级别或者有大量成功的随机应变的经验了。</p>
<ul>
<li><p><strong>用户可能的问题：</strong> 通过用户的使用行为表现猜测</p>
</li>
<li><p><strong>可能的解决方案：</strong> 猜测解决用户问题的手段</p>
</li>
</ul>
<p>在调研之前根据猜测的问题准备好相应的解决方案，以及可能出现问题的解决方案，在用户反馈问题的时候你可以把你的解决方案抛出来看用户的反应程度。</p>
<ul>
<li><p><strong>确定访问提纲：</strong> 聚焦且开放的问题</p>
</li>
<li><p><strong>题目数量：</strong> 线上10~20道，线下5~10道</p>
</li>
</ul>
<h4 id="在做用户调研的时候怎么提问题呢"><a href="#在做用户调研的时候怎么提问题呢" class="headerlink" title="在做用户调研的时候怎么提问题呢"></a>在做用户调研的时候怎么提问题呢</h4><p><img src="http://qnfile.devzhao.com/blog/2018-10-25-125233.jpg" alt=""></p>
<p>第一部分，通常来说是向用户针对自己的产品相关的已知的问题进行追问追到原因，比如用户的操作习惯、消费原因，用户这么做的原因是什么。这一部分是调研过程中最重要的点。</p>
<p>第二部分，就是在第一部分的基础上做出延伸。</p>
<p>对于初级产品经理来说做好第一和第二部分基本上就合格了。在调研过程中，第一和第二部分同样也是最重要的两部分。第三和第四部分通常会需要用一些盲测等方法配合完成。</p>
<p>在调研的过程中，你可以根据这四个象限，列出你的问题，然后把问题本质上轻重缓急，那些是必问的，哪些是可问可不问的，然后从中挑选出10到20个来进行是丧尸调研。</p>
<h3 id="调研、访谈"><a href="#调研、访谈" class="headerlink" title="调研、访谈"></a>调研、访谈</h3><ul>
<li><p><strong>了解用户使用过程：</strong> 最好观察用户的行为</p>
</li>
<li><p><strong>提问：</strong> 对关键行为、预设问题进行提问</p>
</li>
<li><p><strong>反馈：</strong> 对有效的信息反馈给用户，并深究</p>
</li>
</ul>
<p>比如你可以说“你的问题我已经知道了，那么你觉得怎样改进会让你更舒服呢？”，通过这种方式进一步深究问题的根本。</p>
<h3 id="用户调研总结"><a href="#用户调研总结" class="headerlink" title="用户调研总结"></a>用户调研总结</h3><ul>
<li><p><strong>单个用户：</strong> 记录单个用户的调研情况</p>
</li>
<li><p><strong>整体情况：</strong> 汇总用户调研的过程和结论</p>
</li>
<li><p><strong>行动计划：</strong> 分享并提出行动计划</p>
</li>
</ul>
<h3 id="如实还原，积极反馈"><a href="#如实还原，积极反馈" class="headerlink" title="如实还原，积极反馈"></a>如实还原，积极反馈</h3><p>除了积极的，我们还会遇到一种情况：用户在使用的过程中遇到了糟糕的体验，比如被骗。</p>
<p><img src="http://qnfile.devzhao.com/blog/2018-10-25-132132.jpg" alt=""></p>
<ul>
<li><strong>还原：</strong> 用户是怎么使用出问题的？</li>
</ul>
<p>首先你要耐心的和用户去聊，去还原用户受骗的过程，让用户说出他真实的感受和真实的想法。</p>
<ul>
<li><strong>反馈：</strong> 提出改进计划，并及时通报</li>
</ul>
<p>还原出用户的使用过程后，给出一个行动计划，并及时的将改进的过程反馈给用户，让用户感到安心。通过这些行动，重新塑造你的产品形象，将一个本来准备抛弃你的产品的用户拉回来。</p>
<h2 id="老用户调研的误区"><a href="#老用户调研的误区" class="headerlink" title="老用户调研的误区"></a>老用户调研的误区</h2><h3 id="为了调研而调研"><a href="#为了调研而调研" class="headerlink" title="为了调研而调研"></a>为了调研而调研</h3><p>有些新人在没有掌握用户调研的方法的时候，接到一个任务往往会为了调研而调研，为了访谈而访谈，在这个过程中没目的、没过程没结论，或者有一堆的过程，但就是得不出一个结论。</p>
<p>所以我们在调研的时候，一定要带着目的、过程、分析方法和方案去。这样你的调研结果会越来越好。</p>
<h3 id="问用户有什么需求"><a href="#问用户有什么需求" class="headerlink" title="问用户有什么需求"></a>问用户有什么需求</h3><p>如果你问用户，“这个功能好不好”、“这个APP好不好用”，这样的问题，那么用户一定会告诉你正面的回答，但是实际上用户什么样的体验，你完全得不到。</p>
<h3 id="试图说服用户"><a href="#试图说服用户" class="headerlink" title="试图说服用户"></a>试图说服用户</h3><p>不管是做产品还是做运营，永远要有中立的眼光，而不要有太多的个人情感。</p>
<p>在做用户调研的时候，不要试图说服用户，说服意味着挑战，如果在用户调研的过程中，用户的理解和产品设计的初衷不一致的时候，你去说服他，这个调研结果其实就大打折扣了。</p>
<h3 id="求全求量"><a href="#求全求量" class="headerlink" title="求全求量"></a>求全求量</h3><p>越大量用户的调研其实不一定好，做大量用户的调研得出一个看似大而全但是没有什么针对性的结果，对产品的后续行动的指导不一定有什么指导意义。</p>
<p>在做用户调研之前，先根据这次调研的目的做好用户画像，才是最有效的方法。</p>
<h3 id="依赖调查问卷"><a href="#依赖调查问卷" class="headerlink" title="依赖调查问卷"></a>依赖调查问卷</h3><p>我们在做用户调研的时候，方法有很多，调查问卷是一种最容易得出数据的方法，但是有些时候并不管用。通过简单的调查问卷的出来的数据，其实是作为产品经理应该通过自己的经验和逻辑就能的出来的。</p>
<p>通过基于数据、底层的逻辑、用户的分层去做用户调研会更有效。</p>
<h2 id="扩展阅读"><a href="#扩展阅读" class="headerlink" title="扩展阅读"></a>扩展阅读</h2><ul>
<li>比如你想调研用户流失的真正原因 <a href="https://www.devzhao.com/post/c3660f5b.html" target="_blank" rel="noopener">用户流失原因调研四步经</a></li>
</ul>
<ul>
<li>比如你想做“某用户为什么会购买XX影棒”的调研，如果直接这样问用户，用户的素质不同可能也很难组织出语言，我们得到的信息很有限，答案不外乎于便宜、品牌大等虚无缥缈的标签。所以，我们需要把它转化成以下几个问题：</li>
</ul>
<ol>
<li>最开始是怎么知道【xx影棒】的？<ul>
<li><ul>
<li>论坛、广告、朋友推荐</li>
</ul>
</li>
<li><ul>
<li>介绍的内容是什么，打动的点是什么?</li>
</ul>
</li>
</ul>
</li>
<li>之前有没有用过、接触过、听说过类似产品？<ul>
<li><ul>
<li>为什么决定买了xx影棒</li>
</ul>
</li>
</ul>
</li>
<li>买了之后谁最使用最多？主要用它播放什么视频内容？</li>
<li>使用起来和自己的预期是否相符？惊喜点和不满意的点有哪些？</li>
<li>会不会推荐给他人？会推荐给什么人？推荐/不推荐的理由是什么？</li>
</ol>
<p>来自知乎，<a href="https://www.devzhao.com/post/ec4ae30f.html" target="_blank" rel="noopener">如何去做用户访谈和用户调研？</a></p>
<ul>
<li><p><a href="https://qnfile.devzhao.com/blog/040306.xlsx" target="_blank" rel="noopener">无线凤巢广告用户体验评估调研访谈提纲.xlsx</a></p>
</li>
<li><p><a href="https://www.devzhao.com/post/ce8647cb.html" target="_blank" rel="noopener">如何做一次完美的用户调研?</a></p>
</li>
<li><p><a href="https://www.devzhao.com/post/ed560e59.html" target="_blank" rel="noopener">用户调研中的“言行不一”</a></p>
</li>
</ul>
<p>–<br>这是我在学习产品能力的第6篇学习笔记。欢迎拍砖。</p>
<p> <a href="https://www.devzhao.com/post/95411053.html" target="_blank" rel="noopener">产品学习笔记总目录</a></p>

      
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              <div class="post-toc-content"><ol class="nav"><li class="nav-item nav-level-2"><a class="nav-link" href="#用户调研的全过程"><span class="nav-number">1.</span> <span class="nav-text">用户调研的全过程</span></a><ol class="nav-child"><li class="nav-item nav-level-3"><a class="nav-link" href="#明确目的和背景"><span class="nav-number">1.1.</span> <span class="nav-text">明确目的和背景</span></a></li><li class="nav-item nav-level-3"><a class="nav-link" href="#选择目标用户"><span class="nav-number">1.2.</span> <span class="nav-text">选择目标用户</span></a></li><li class="nav-item nav-level-3"><a class="nav-link" href="#猜测用户问题，设定题目"><span class="nav-number">1.3.</span> <span class="nav-text">猜测用户问题，设定题目</span></a><ol class="nav-child"><li class="nav-item nav-level-4"><a class="nav-link" href="#在做用户调研的时候怎么提问题呢"><span class="nav-number">1.3.1.</span> <span class="nav-text">在做用户调研的时候怎么提问题呢</span></a></li></ol></li><li class="nav-item nav-level-3"><a class="nav-link" href="#调研、访谈"><span class="nav-number">1.4.</span> <span class="nav-text">调研、访谈</span></a></li><li class="nav-item nav-level-3"><a class="nav-link" href="#用户调研总结"><span class="nav-number">1.5.</span> <span class="nav-text">用户调研总结</span></a></li><li class="nav-item nav-level-3"><a class="nav-link" href="#如实还原，积极反馈"><span class="nav-number">1.6.</span> <span class="nav-text">如实还原，积极反馈</span></a></li></ol></li><li class="nav-item nav-level-2"><a class="nav-link" href="#老用户调研的误区"><span class="nav-number">2.</span> <span class="nav-text">老用户调研的误区</span></a><ol class="nav-child"><li class="nav-item nav-level-3"><a class="nav-link" href="#为了调研而调研"><span class="nav-number">2.1.</span> <span class="nav-text">为了调研而调研</span></a></li><li class="nav-item nav-level-3"><a class="nav-link" href="#问用户有什么需求"><span class="nav-number">2.2.</span> <span class="nav-text">问用户有什么需求</span></a></li><li class="nav-item nav-level-3"><a class="nav-link" href="#试图说服用户"><span class="nav-number">2.3.</span> <span class="nav-text">试图说服用户</span></a></li><li class="nav-item nav-level-3"><a class="nav-link" href="#求全求量"><span class="nav-number">2.4.</span> <span class="nav-text">求全求量</span></a></li><li class="nav-item nav-level-3"><a class="nav-link" href="#依赖调查问卷"><span class="nav-number">2.5.</span> <span class="nav-text">依赖调查问卷</span></a></li></ol></li><li class="nav-item nav-level-2"><a class="nav-link" href="#扩展阅读"><span class="nav-number">3.</span> <span class="nav-text">扩展阅读</span></a></li></ol></div>
            

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                      end: end,
                      searchTextCount: searchTextCountInSlice
                    };
                  }

                  var slicesOfTitle = [];
                  if (indexOfTitle.length != 0) {
                    slicesOfTitle.push(mergeIntoSlice(title, 0, title.length, indexOfTitle));
                  }

                  var slicesOfContent = [];
                  while (indexOfContent.length != 0) {
                    var item = indexOfContent[indexOfContent.length - 1];
                    var position = item.position;
                    var word = item.word;
                    // cut out 100 characters
                    var start = position - 20;
                    var end = position + 80;
                    if(start < 0){
                      start = 0;
                    }
                    if (end < position + word.length) {
                      end = position + word.length;
                    }
                    if(end > content.length){
                      end = content.length;
                    }
                    slicesOfContent.push(mergeIntoSlice(content, start, end, indexOfContent));
                  }

                  // sort slices in content by search text's count and hits' count

                  slicesOfContent.sort(function (sliceLeft, sliceRight) {
                    if (sliceLeft.searchTextCount !== sliceRight.searchTextCount) {
                      return sliceRight.searchTextCount - sliceLeft.searchTextCount;
                    } else if (sliceLeft.hits.length !== sliceRight.hits.length) {
                      return sliceRight.hits.length - sliceLeft.hits.length;
                    } else {
                      return sliceLeft.start - sliceRight.start;
                    }
                  });

                  // select top N slices in content

                  var upperBound = parseInt('1');
                  if (upperBound >= 0) {
                    slicesOfContent = slicesOfContent.slice(0, upperBound);
                  }

                  // highlight title and content

                  function highlightKeyword(text, slice) {
                    var result = '';
                    var prevEnd = slice.start;
                    slice.hits.forEach(function (hit) {
                      result += text.substring(prevEnd, hit.position);
                      var end = hit.position + hit.length;
                      result += '<b class="search-keyword">' + text.substring(hit.position, end) + '</b>';
                      prevEnd = end;
                    });
                    result += text.substring(prevEnd, slice.end);
                    return result;
                  }

                  var resultItem = '';

                  if (slicesOfTitle.length != 0) {
                    resultItem += "<li><a href='" + articleUrl + "' class='search-result-title'>" + highlightKeyword(title, slicesOfTitle[0]) + "</a>";
                  } else {
                    resultItem += "<li><a href='" + articleUrl + "' class='search-result-title'>" + title + "</a>";
                  }

                  slicesOfContent.forEach(function (slice) {
                    resultItem += "<a href='" + articleUrl + "'>" +
                      "<p class=\"search-result\">" + highlightKeyword(content, slice) +
                      "...</p>" + "</a>";
                  });

                  resultItem += "</li>";
                  resultItems.push({
                    item: resultItem,
                    searchTextCount: searchTextCount,
                    hitCount: hitCount,
                    id: resultItems.length
                  });
                }
              })
            };
            if (keywords.length === 1 && keywords[0] === "") {
              resultContent.innerHTML = '<div id="no-result"><i class="fa fa-search fa-5x" /></div>'
            } else if (resultItems.length === 0) {
              resultContent.innerHTML = '<div id="no-result"><i class="fa fa-frown-o fa-5x" /></div>'
            } else {
              resultItems.sort(function (resultLeft, resultRight) {
                if (resultLeft.searchTextCount !== resultRight.searchTextCount) {
                  return resultRight.searchTextCount - resultLeft.searchTextCount;
                } else if (resultLeft.hitCount !== resultRight.hitCount) {
                  return resultRight.hitCount - resultLeft.hitCount;
                } else {
                  return resultRight.id - resultLeft.id;
                }
              });
              var searchResultList = '<ul class=\"search-result-list\">';
              resultItems.forEach(function (result) {
                searchResultList += result.item;
              })
              searchResultList += "</ul>";
              resultContent.innerHTML = searchResultList;
            }
          }

          if ('auto' === 'auto') {
            input.addEventListener('input', inputEventFunction);
          } else {
            $('.search-icon').click(inputEventFunction);
            input.addEventListener('keypress', function (event) {
              if (event.keyCode === 13) {
                inputEventFunction();
              }
            });
          }

          // remove loading animation
          $(".local-search-pop-overlay").remove();
          $('body').css('overflow', '');

          proceedsearch();
        }
      });
    }

    // handle and trigger popup window;
    $('.popup-trigger').click(function(e) {
      e.stopPropagation();
      if (isfetched === false) {
        searchFunc(path, 'local-search-input', 'local-search-result');
      } else {
        proceedsearch();
      };
    });

    $('.popup-btn-close').click(onPopupClose);
    $('.popup').click(function(e){
      e.stopPropagation();
    });
    $(document).on('keyup', function (event) {
      var shouldDismissSearchPopup = event.which === 27 &&
        $('.search-popup').is(':visible');
      if (shouldDismissSearchPopup) {
        onPopupClose();
      }
    });
  </script>





  

  
  <script>
    
    function addCount(Counter) {
      var $visitors = $(".leancloud_visitors");
      var url = $visitors.attr('id').trim();
      var title = $visitors.attr('data-flag-title').trim();

      Counter('get', '/classes/Counter', { where: JSON.stringify({ url }) })
        .done(function ({ results }) {
          if (results.length > 0) {
            var counter = results[0];
            
            Counter('put', `/classes/Counter/${counter.objectId}`, JSON.stringify({ time: { "__op":"Increment", "amount":1 } }))
            
            .done(function () {
                  var $element = $(document.getElementById(url));
                  $element.find('.leancloud-visitors-count').text(counter.time + 1);
            })
            
            .fail(function ({ responseJSON }) {
                console.log('Failed to save Visitor num, with error message: ' + responseJSON.error);
            })
          } else {
            
              Counter('post', '/classes/Counter', JSON.stringify({ title: title, url: url, time: 1}))
                .done(function () {
                  var $element = $(document.getElementById(url));
                  $element.find('.leancloud-visitors-count').text(1);
                })
                .fail(function () {
                  console.log('Failed to create');
                });
            
          }
        })
      .fail(function ({ responseJSON }) {
        console.log('LeanCloud Counter Error:' + responseJSON.code + " " + responseJSON.error);
      });
    }
    

    $(function() {
      $.get('https://app-router.leancloud.cn/2/route?appId=' + "z99UqRJEaGqxYLDPSPSx5jih-gzGzoHsz")
        .done(function ({ api_server }) {
          var Counter = function (method, url, data) {
            return $.ajax({
              method: method,
              url: `https://${api_server}/1.1${url}`,
              headers: {
                'X-LC-Id': "z99UqRJEaGqxYLDPSPSx5jih-gzGzoHsz",
                'X-LC-Key': "N7MTJbRdufk8MAg3yeK6Gs9U",
                'Content-Type': 'application/json',
              },
              data: data,
            });
          };
          
          addCount(Counter);
          
        })
    });
  </script>



  

  
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    var bp = document.createElement('script');
    var curProtocol = window.location.protocol.split(':')[0];
    if (curProtocol === 'https') {
        bp.src = 'https://zz.bdstatic.com/linksubmit/push.js';        
    }
    else {
        bp.src = 'http://push.zhanzhang.baidu.com/push.js';
    }
    var s = document.getElementsByTagName("script")[0];
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